Mobile gaming getting together

AIME, the Association for Interactive Media and Entertainment, has announced the launch of an initiative designed to recognise and further the rising importance of the mobile device in transactions and gaming.

“With the advent of smartphones, and the increase in consumer confidence in the mobile channel, transactions are becoming increasingly commonplace via mobile,” said an Association spokesman this week.

“Premium rate micropayments provide gaming companies with an important customer acquisition tool, enabling new customers to sign-up and spend money using their mobile devices on impulse.

“AIME is focused on delivering an environment of self-regulation and best practice within the premium rate industry, which both protects consumers whilst fostering a positive climate of opportunity for businesses that serve this sector.

“AIME now feels the time is right to support this area of the industry and will be setting up an initiative in the form of a Mobile Gaming Forum, set up with the key aims of assessing and promoting an environment of consumer confidence and trust in this industry and enabling its members’ commerce to flourish.”

The spokesman said that members of the forum will be drawn from the key players in the
mobile gaming value chain – the gaming operators; the mobile network operators, platform providers and aggregators, media and rights owners, mobile betting and gaming technology providers and consumer-education groups.

Mark Gibson of mobile gambling technology specialist Mkodo, will chair the Forum.

Gibson said that mobile gaming over the past two years has become a substantial channel within digital gaming and interactive services, and that the industry expects this rapid upward trend to continue, challenging the primacy of ‘online’ activity within two to three
years.

“Juniper Research expects annual wagers on mobile gaming to reach GBP 30 billion a year in next 4 years,” said Gibson. “Having a forum through which mobile gaming companies can liaise with mobile carriers and can lobby on mobile gaming-related issues and initiatives will prove to be of great benefit for the industry’s growth”.